Impact of Digital Technology on Morrison's Business Activity

This research project investigates the impact of digital technology, specifically e-commerce, on business activity within the retail sector, focusing on Morrison's. The study explores the concept and importance of e-commerce, identifies key factors driving success in Morrison's, and examines the interrelationship between e-commerce and overall business success. The methodology includes a literature review, qualitative research using questionnaires with thematic analysis, and consideration of ethical factors. The project concludes with recommendations for implementing e-commerce to enhance profitability in the retail sector, emphasizing the importance of web presence, customer satisfaction, and sales opportunities. The findings suggest a positive correlation between effective e-commerce strategies and business growth for Morrison's.

RESEARCH PROJECT
(PART 1 AND 2)

TABLE OF CONTENTS
PART 1 RESEARCH PROPOSAL.................................................................................................1
INTRODUCTION...........................................................................................................................1
Background.............................................................................................................................1
Rationale.................................................................................................................................1
Aim and objectives.................................................................................................................1
Research questions.................................................................................................................1
LITERATURE REVIEW................................................................................................................2
METHODOLOGY..........................................................................................................................4
TIMELINE FOR RESEARCH ACTIVITIES.................................................................................6
PART 2 IMPLEMENTATION OF PROPOSAL............................................................................8
Executive summary................................................................................................................8
Introduction............................................................................................................................8
Methodology...........................................................................................................................8
Results and findings...............................................................................................................9
Discussion.............................................................................................................................12
Conclusion............................................................................................................................17
Recommendation..................................................................................................................18
REFERENCES..............................................................................................................................19

PART 1 RESEARCH PROPOSAL
Title: The impact of digital technology on business activity
INTRODUCTION
Background
E-commerce consists important role in business aims and objectives. In this regard,
effectiveness is increasing continuously with implementation of online trading in business.
Furthermore, it also helps to promote products and services of the business to attract maximum
number of people in it. With the help of this tool, retail sector businesses easily communicate
their goals with large number of audience (Lin, Luo and Rong, 2016).
Rationale
Present study considers several benefits with implementation of e-commerce activity. In
this regard, researcher develops significant advantages with e-commerce activities to attract more
number of customers. Furthermore, present study is also beneficial to identify recent market
trends and deal accordingly (Mena and Bourlakis, 2016).
Aim and objectives
Aim: To identify implementation of e-commerce to develop successful results in retail sector
businesses – A Study On Morrison.
Objectives:
 To understand concept and importance of e-commerce in success of retail sector
 To explore factors that included in e-commerce to make successful results in Morrison
 To interrelate e-commerce and success drive in Morrison
 To recommend ways through e-commerce can be implement in retail sector and gain
more profitability.
Research questions
 What do you understand concept and importance of e-commerce in success of retail
sector?
 What are the factors of e-commerce that drive success in Morrison?
 How to interrelate e-commerce and success drive in Morrison?
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 What are the recommendation provided in retail sector business to grow operations and
functions for more profitability?
LITERATURE REVIEW
Concept and importance of e-commerce in success of retail sector
As per the views of Rahayu and Day, (2015), e-commerce consists purchasing and selling
of products and services with electronic medium. For instance, using smartphones, computer,
internet, etc. In modern world, technology expanded continuously which creates significant
option for many enterprises. There are maximum number of businesses want to increase their
online store which is beneficial to enhance customer base. However, Ogonowski, Montandon
and Reyneke, (2014) stated that increasing demand of online purchasing makes it comfortable
for consumers. As a result, they can easily buy products and services where they want. E-
commerce activities assists to make sure that desired work performances will be developed
continuously at retail enterprises. It helps to increase ultimate shopping experience which
expanded tremendously and consider several benefits towards the industry.
Moreover, Mena and Bourlakis, (2016) argued that there are several benefits to
implement e-commerce in businesses. In this consideration, Morrison considers it to develop
their online store. Presence of online tool develops significant advantages because more than
80% population uses internet to purchase something. Attraction of maximum number of
customers assists to compete with online purchase. This strategy is also important to attract new
people in the business. This is because, running e-commerce actually helps to save more cost
with online retail. It also creates benefits towards driving traffic from search engines.
Factors of e-commerce that drive success in Morrison
According to the views of Hartono, Holsapple and Simpson, (2014), e-commerce
considers important role in the success of retail sector business. This is because, it creates impact
with using different factors that helps to create and develop significant advantages. For instance,
low customer acquisition cost makes effective work performances in e-commerce businesses.
The biggest part of this cost is reducing marketing expenses that helps to get new customers in
businesses. With active participation of e-commerce tools, business will get several benefits in
development program of the company. Furthermore, Visser, Nemoto and Browne, (2014) stated
that high purchase rate is also a factor in e-commerce which creates impact on the Morrison.
This is because, in e-commerce more revenue will be generated with contributing customers
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afterwards. This factor generally develop priority that helps to maintain more positive results in
all over the world. It is the most common approach that assists to increase more significant
results in retail sector businesses.
Along with this, Hançerlioğulları, Şen and Aktunç, (2016) explored their views that e-
commerce also considers factor of healthy margins. This is because, it offers possibilities to
acquire several customers in the business. It is an important factor which is made up with
revenue and cost. Marketing expenses could be reduced successfully through concentrating on
revenue increasing.
Interrelationship between e-commerce and success drive in Morrison
According to the views of Lin, Luo and Rong, (2016), e-commerce consists positive
relationship with success of Morrison. In this regard, products create positive impact with using
internet marketing. This is because, it helps to build e-commerce business using advance tools
and techniques. Consequently, it aids to attract maximum number of people in the business. E-
commerce is a perfect method to create marketing and attain more revenue as income stream.
Furthermore, it also assists to build multiple stores for better experiment aspects in enterprise.
However, Park, Kim and Kwon, (2017) argued that e-commerce activity is useful for putting
online store instead of physical so that it offers with wide range of activities. Hence, Morrison
get successful results with cooperating several customers. Moreover, it also helps to deal with
low to high quality of products that assists to meet with innovative functions and operations. It
helps to reduce time consumption so that success of Morrison also develops with positive impact
on the results.
As per the point of Jie, Subramanian and Edwards, (2015), profitability is also considered
as a main concern which increases continuously. As result, it is important to look for powerful
consideration in the business. On the basis of email marketing and long term results, it can be
stated that audience will be attracted successfully with aligning several elements. Facebook is
one of the important element that considers successful operations to attract different people.
Recommendation ways through e-commerce can be implement in retail sector and gain more
profitability
With the help of Brynjolfsson, Rock and Syverson, (2017) views, it can be stated that e-
commerce is one of the successful tool that increases more significant advantages at workplace.
Morrison should include their own web page and website through which they will able to grow
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their operations all over the world. Specialised building of e-shops are also platforms that offers
to manage and analysis journey. Progress and management is considered as the best partners
which develops sophisticated projects in chosen business. Furthermore, Hançerlioğulları, Şen
and Aktunç, (2016) generated their views that e-commerce also supports the enterprise to
understand evolution and provide values to clients. The best tailored performances in single
project needs to update strategy successfully. With the help of this strategy, the chosen
organisation can easily develop their significant results that strengthening with several number of
customers. With the help of paid research, most efficient digital methodology brings together
that impact positively on the chosen business (The Three Most Important Ecommerce Success
Factors, 2018).
Along with this, Lin, Luo and Rong, (2016) explored their ideas that e-commerce activity
successfully makes business development. This is because, measurement of the success is
depended on customer attraction and their satisfaction. Product must be developed successfully
using marketing experts so that it supports to make more desired work performances. In this
way, lower expenses incurred in the business so that Morrison can easily develop their
effectiveness. Beside this, Hançerlioğulları, Şen and Aktunç, (2016) stated that sales
opportunities are another way which is adopted to develop significant advantages at workplace
of retail sector. In this way, maximum number of staff are attracted at workplace. Therefore, it
will help to promote operations and functions. Lower expenses will easily develop at workplace
so that it is beneficial to maintain more significant work performance for Morrison. On the basis
of recommendation, the chosen business will get success.
METHODOLOGY
Research methodology is considered as an important part in the study. This is because, it
includes tools and techniques in order to implement aims and objectives. As per this aspect,
proper information will be gathered in succeeding manner. Following are certain tools
implemented in the research program to gain relevant information: Research philosophy: Philosophy is essential tool which could be successfully applied in
research. In this way, it is important to develop outcomes from two elements such as
interpretivisim and positivism. In the present research, interpretivisim research
philosophy is the best consideration which help to collect relevant information with
theory (Lehner, 2015).
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 Research design: Research design also consists of important role to conduct successful
study. With the help of systematic work performances, research design consists of
important role in overall growth. As a result, there are different designs included such as
descriptive, experimental, exploratory, etc. (Pantano and Priporas, 2016). From the
above, researcher considers descriptive research design which is useful to find in-depth
information. Research approach: Research approach is considered to have an important role in the
study that makes effective work performances. With respect to collect relevant data, it
can be stated that inductive and deductive two kinds of approaches are undertaken in the
whole research. From the both, researcher used deductive method that consider subjective
measurement in systematic manner (Huang and Handfield, 2015). Research strategy: Research strategy considers success in the business to find relevant
work performances at workplace. With this tool, present research conducted on e-
commerce that implement in retail sector to identify creative work performances. There
are two strategies such as qualitative and quantitative. From the both, researcher used
qualitative strategy which is useful to enhance systematic work performance and results
(Cao and Li, 2015). Data collection: There are different ways to collect data. In the present research, primary
and secondary both types of data are useful to gather relevant information in whole
program. Primary data gathered from questionnaires which helps to conduct survey.
Furthermore, secondary data considers from previous authors views and research towards
selected topic (Fraj, Matute and Melero, 2015). Sampling: It is most useful perspective that considers useful information and results at
workplace. Researcher has responsibilities to conduct desired work performance in the
whole enterprise. There are generally two sampling methods such as simple random and
random sampling. In the present research, simple random sampling method has been used
in which 20 respondents taken from employees of Morrison. It helps to collect more
desired and creative results in whole program (Wamba and Akter, 2015). Data analysis: Data analysis is one of the important tool that assists to gain significant
advantages at workplace. In this way, useful information will be gathered with
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consideration of different themes. In the present research, thematic analysis has been
undertaken with graphical representation (Garg, 2016). Ethical consideration: Ethics and regulation must be essentially followed by researcher
to develop significant advantages. In this regard, it can be stated that entire research
consider benefit to organisation and researcher as well. Researcher keep security towards
personal information of person. Hence, it is the greatest consideration to find relevant
results.
 Reliability and validity: Validity and reliability are also considered as two major
perspectives that plays an important role in success of whole program. With the help of
this aspect, towards positive outcomes' researcher could be meet succeeding manner.
Proper attention is also required to solve issues and problems (Pantano and Priporas,
2016).
TIMELINE FOR RESEARCH ACTIVITIES
Activities Week 1 Week
2
Week
3
Week
4
Week
5
Week
6
Week 7 Week
8
Week
9
Week
10
Week
11
Defining
research
proposal
Defining
background
or rationale
for study
Literature
review
Deciding
aims and
objectives
Finalizing
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aims and
objectives
Devising
the
questionnai
re
Gathering
data
Examining
the data
Finding
Recommen
dation and
further
areas to be
consider
Final
Submission
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PART 2 IMPLEMENTATION OF PROPOSAL
Executive summary
In the present research, e-commerce activities are considered as important role with
success of business. In this way, methodology also implemented to include proper findings in it.
Methodology is also a helpful consideration that attains more desired work performances at
workplace. With the help of survey, it can be stated that relevant work performances develop
successfully.
Introduction
E-commerce considers important role in the business functions and operations. In this
regard, it can be stated that significant advantages in Morrison is developed successfully by
using several aspects. It helps to reduce business cost so that more desired work performances
will be developed successfully. On the basis of optimising activities, purchase experience also
increases with expertise knowledge and understanding (Mena and Bourlakis, 2016).
Methodology
In the research, methodology play important role which includes following elements: Research philosophy: In order to conduct research, philosophy plays an important role.
In the present research, interpretivisim research philosophy has been used to increase
relevant work performances (Wamba and Akter, 2015). Research design: In order to conduct study, research design helps to find in-depth
information. In this way, descriptive research design has been taken by researcher. Research approach: There are different types of research approaches such as inductive,
deductive, etc. From these, researcher selects deductive approach which is based on new
theory and relevant information will be gained successfully. Research strategy: On the basis of qualitative strategy, researcher is able to develop their
significant advantages in present study (Pantano and Priporas, 2016). Data collection: In order to consider primary and secondary data, researcher is able to
find relevant work performances at workplace. Sampling: Simple random sampling has been used by researcher to gather more relevant
information in research.
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 Data analysis: Thematic analysis is the best perspective that helps to gather more desired
work performance at workplace (Wamba and Akter, 2015).
Results and findings
Questionnaire
Name:
Age:
Gender:
1. Does e-commerce is beneficial for success of Morrison?
 Yes
 No
 Cannot say
2. Online strategy of the organisation helps to attract customers in business?
 Yes
 No
 Cannot say
3. Which element is most useful perspective for Morrison?
 Price
 Payment
 Quality
 Choice
 Presentation
 All the above
4. In e-commerce implementation, which is most important aspect for the chosen business?
 Discount
 Website
 Social media
5. How e-commerce helps to attract new customers in Morrison?
 Assessment of customer demand
 Smooth functioning in enterprise
 Effective mode of payment
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